222342 An integrated approach to raise awareness about cancer news and information in minority communities

Wednesday, November 10, 2010 : 8:45 AM - 9:00 AM

James Alexander , Office of Partnerships and Dissemination Initiatives, National Cancer Institute, Rockville, MD
Madeline La Porta, MS , Office of Communications and Education, National Cancer Institute, Rockville, MD
Natalie Joseph, MS , Office of Partnerships and Dissemination Initiatives, National Cancer Institute, Rockville, MD
Dana Eisenberg, MA , Office of Partnerships and Dissemination Initiatives, National Cancer Institute, Rockville, MD
Lena Hale , Office of Partnerships and Dissemination Initiatives, National Cancer Institute, Rockville, MD
Harry T. Kwon, PhD, MPH, CHES , Office of Communications and Education, National Cancer Institute, Rockville, MD
Cancer incidence and mortality rates continue to decline due to increased screenings and education. However, minority groups still experience a disproportionate burden of cancer. At a time when the traditional media landscape is shrinking in the U.S, there is an expansion of the role and size of minority media outlets, thanks in large part to America's growing diversity and to the increasing influence of the Digital Age on information dissemination. With the diversifying U.S. population, rapid growth of ethnic media, and rising demand for culturally-relevant cancer information, the National Cancer Institute (NCI) recognized the need for an expanded and tailored approach to disseminate cancer news and information to minority communities. The Multicultural Media Outreach team in the NCI Office of Communications and Education reaches out to Hispanic/Latinos, African Americans, Native Americans, and Asian Americans using both traditional and social media approaches and through key partnerships. This presentation will provide an overview of outreach through multicultural media, discuss best practices and lessons learned for public health professionals, present examples of cancer communication to minority audiences using traditional and social media, discuss the importance of partnerships, and raise awareness about the educational resources that are available through NCI.

Learning Areas:
Administer health education strategies, interventions and programs
Communication and informatics
Diversity and culture
Planning of health education strategies, interventions, and programs
Public health or related education

Learning Objectives:
1. Discuss at least one reason to outreach through multicultural media. 2. List two examples of using social media to outreach to minority communities. 3. Describe two types of social media that may enhance outreach to minority communities.

Keywords: Cancer, Minority Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to be an abstract author and presenter because I have contributed to the integrative media approaches presented in this abstract. I have also presented at APHA and other national conferences and I have extended background in health disparities and health communications.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.